RETENTION / FREE TOOL
App Retention & Ad LTV Calculator
Project finite-horizon cohort ad revenue and acquisition costs day by day, including 100% daily retention.
Projection model, not a revenue guarantee. Defaults are examples.
Your assumptions
Currency selection changes the unit; it does not convert values. Enter every monetary input in the selected currency.
Compare scenarios
Breakdown & projection
How to use
- Enter measured figures or assumptions using a consistent period and currency.
- Calculate and save a scenario. Change one assumption and compare.
- Copy results or export CSV. Compare projections with observations and revise your assumptions.
Method
Active users on day t = cohort × retention^(t−1). Horizon LTV = ARPDAU × sum of retention^(t−1). Contribution = cohort revenue − CPI × cohort.
Worked example
At 1,000 users, ¥1.5 ARPDAU, 95% daily retention and 30 days, horizon LTV is approximately ¥23.56 per user.
Assumptions & limits
A constant fraction remains each day; no reactivation or new arrivals. Do not use a measured D7 retention percentage as a daily retention factor. Excludes operating costs and taxes.
Metric definitions & background ↗
Frequently asked questions
Is this lifetime LTV?
It is limited to the selected horizon. Revenue beyond it is not extrapolated.
What does maximum CPI mean?
It is the acquisition cost recoverable from modeled ad revenue during the horizon, before other costs.